We’ll look at the nuts and bolts of creating, optimizing, and measuring compelling content by using a metric-driven approach, driving your growth-hacking strategy, and compounding your wins.

1. David Palmer | GM | @DedicatedMedia

2. WHAT IS
CONTENT?

3. CONTENT
IS A
VALUE
EXCHANGE
Reader’s Time Value

4. VALUE BIAS IS STRATEGIC
AFFILIATE THINKING
Reader
AffiliateAdvertiser

5. VALUE BIAS IS STRATEGIC
AFFILIATE THINKING
Reader
AffiliateAdvertiser

6. VALUE BIAS IS STRATEGIC
AFFILIATE THINKING
Reader
AffiliateAdvertiser

7. FORMS OF VALUE
Information
‣ Saves you time or money
Ranking, Reviews, and Q&A's
Entertainment
‣ Original, Humorous, Compelling
‣ Easier to understand intent
and therefore path to monetization
Information
Utility+
Harder to Scale
‣ Little intent therefore interruption
precedes customer journey, harder path
to monetization
Entertainment
Viral+
Easier to Scale

8. Data > Feeling
‣ Develop your KPIs unique to your value proposition
addressing all the foundational elements
‣ Measure frequently
‣ Test and Optimize
Remember these are people . . .
METRIC-DRIVEN STRATEGY

9. FOUNDATIONAL ELEMENTS
Distribution/
Traffic Driving
Retention
ConversionAncillary
Revenue

10. Distribution Brainstorm
Blog roll
Cross promote, Guest blogging, content sharing
PR – Speaking events, TV, etc
SEO
Media spend – Tight funnel
Brand extensions – Facebook, Twitter, Pinterest
Sticky content ratings, rankings guide, portable reusable
evergreen branded content
Conversion Brainstorm
Layout optimization testing
Merchandising optimization
Multi-touch conversion, site, social, email
Personalization based on interest
Historical conversion guidance to upstream partners
Contests – Not directly incentivizing a conversion
Action orientated site design . . . Step 1, Step 2 . . .
Retention Brainstorm
Timing of messages to avoid fatigue
Save a sale strategy to people falling off the wagon
Understand site funnel and fall off pages
Capturing key marketing information to drive people back
Solicit feedback (on site of surveys) qualitative information
for you to improve yourself
Seek the negative information and fix it
Available in the
Downloadable Presentation
APPENDIX 1
The Pillars and Tactics

11. THE INCREMENTAL VALUE
OF EACH USER IS LOW
THE CHALLENGES
ORIGINAL, BEAUTIFUL & INFORMATIVE EDITORIAL
DRIVING TRAFFIC USING PAID METHODS
AND
ARE EXPENSIVE

12. THE ANSWERS
LET THE KPIS DRIVE YOUR
GROWTH HACKING STRATEGY
COMPOUND
YOUR WINS
Advertiser Agency Network Affiliate Reader

13. THE ANSWERS
LET THE KPIS DRIVE YOUR
GROWTH HACKING STRATEGY
COMPOUND
YOUR WINS
Advertiser Agency Network Affiliate Reader

14. THE ANSWERS
‣ Get rewarded for value creation early up the funnel
‣ Understand the attribution model at play
Difficulty
Sale
Lead
Click
View
Where affiliates traditionally
get paid
New monetization
opportunities

15. HOW DO YOU CAPITALIZE
ON WHAT’S NEXT?
Customer’s Journey
Awareness, Interest, Intent
Content
Decision factors
Closing
Address Need:
F-A-B Compare
& Contrast Rank
Detailed Specs
& Reviews
Suggest Alternatives
for New Journey
Purchasing
Options
Discounts, Coupons,
& Free Trials

16. WHY NATIVE IS HOT
‣ Beyond the banner awareness building
‣ Permanence
‣ Personal spheres of influence
‣ Efficient upper funnel demand creation
‣ Wider adoption of the measurement tools
‣ The need to reward value creation beyond last click

17. ATTRIBUTION MODELS
EXPLAINED
Last Interaction: Last touchpoint receives all credit for sale
Last Non-Direct Click: All direct traffic is ignored; all credit for sale transfers to the last
channel clicked through before converting
Last AdWords Click: Last AdWords click receives all credit for sale
First Interaction: First touchpoint receives all credit for sale
Linear: Each conversion path touchpoint shares equal credit for sale
Time Decay: Touchpoints closest in time to sale or conversion receives majority of credit
Position Based: 40% credit each is assigned to the first and last interactions; 20% credit
is distributed evenly to the middle interactions

18. NATIVE: WHAT DO AGENCIES
WANT?
‣ Agencies control big brand budgets and drive adoption
‣ Brand integrity and safety
‣ Disclosures
‣ Beauty and ROI
‣ Scale and value in the traditional sense
‣ Make it personal and original
For example . . .

19. NATIVE EXAMPLES
Bobbi Brown
MyHabit - Amazon

20. PERSONALIZE
AUTOMATE
PREDICT
OPTIMIZE

21. APPENDIX 1
‣ Blog roll
‣ Cross promote, guest blogging,
content sharing
‣ PR – speaking events, TV, etc.
‣ SEO/SEM
‣ Targeted content production based
on unserved markets as identified
through Google keyword estimator –
long tail
‣ Brand extensions – FB, Twitter,
Pinterest
‣ Sticky content, ratings, rankings,
guides, portable reusable evergreen
branded content
‣ Barter?
‣ Name swap?
‣ App strategy?
‣ Productize?
‣ Viral programs
‣ Referral programs
‣ Contests to repeat visit
Distribution Brainstorm

22. APPENDIX 1
‣ Layout optimization testing
‣ Merchandising optimization
‣ Multi-touch conversion, site, social,
email
‣ Personalization based on interest
‣ Historical conversion guidance
to upstream partners
‣ Contests – not directly incentivizing
a conversion
‣ Action orientated site design,
Step 1, Step 2…
‣ Testing creative, brand vs product vs
lifestyle shot
Conversion Brainstorm

23. APPENDIX 1
‣ Automate follow up with smart auto
responders (flow chart decisioning,
see Silverpop for example)
‣ Timing of messages to capitalize on
recency but avoid fatigue
‣ Save a sale strategy to people falling
off the wagon, target people losing
faith and reengage
‣ Understand site funnel and fall off
pages – Google Analytics rocks!
‣ Capturing key marketing information
to drive people back
‣ Solicit feedback (on site or surveys)
for qualitative information for
improvements
‣ Seek out the negative information
and fix it
Retention Brainstorm

24. APPENDIX 1
‣ Exit pops?
‣ Facebook fan-based promotions?
‣ Leveraging your data
‣ Full use of email as a rev stream
‣ Offline marketing using data
‣ Do you generate calls you can monetize?
Ancillary Rev Brainstorm

25. APPENDIX 2
‣ SEO
‣ Email Capture and Remarketing
‣ Social Media Brand Extension
‣ YouTube Brand Extension
‣ Webinars, White papers, Content
behind Email Submission Walls
‣ Infographics – via Slide Share
‣ Name Barter/List Swaps
‣ Industry Expert Interviews
‣ Infiltrate communities and commit
random acts of kindness
‣ Speaking at Conferences
‣ Retargeting
‣ Guest Write on Blog or Newsletter
‣ Directory Listings
‣ HARO – Email List
Growth Hacking Tactics